Moncler Grenoble is turning Milan into a Winter Games storytelling arena with a new immersive exhibition that connects the brand’s alpine heritage to the Milano Cortina 2026 Winter Olympics and its high performance line.
A Forest Escape in the Heart of Milan
The new Moncler Grenoble exhibit, titled “The Beyond Performance Exhibit,” transforms a historic courtyard in Milan into an immersive alpine forest, inviting visitors to walk a lush trail that shuts out the city and plunges them into the brand’s mountain universe. The experience is designed as a sensorial journey that blends nature, sound, and monumental installations to narrate the evolution of Moncler Grenoble from technical mountain outfitter to luxury performance leader.
Open to the public from February 8 to 28 at Portrait Milano in Corso Venezia 11, the exhibit is free but requires advance booking through a dedicated microsite, positioning it as both a cultural attraction and a high‑visibility brand moment during the Olympic season.
Inside “The Beyond Performance Exhibit”
Visitors follow three distinct narrative paths, each one exploring a different side of Moncler Grenoble: its extreme‑mountain performance roots, its design vision, and its modern lifestyle interpretation of alpine dressing. Along the way, archival pieces are displayed next to contemporary designs, creating a dialogue between innovation and history that directly echoes the brand’s “future heritage” strategy seen in recent runway shows.
Anchoring the archive story is the iconic Karakorum jacket, originally developed for the 1954 K2 expedition, which appears alongside some of the first down pieces created with mountaineering legend Lionel Terray, items that still inspire today’s Moncler Grenoble collections. It is a rare museum‑style moment in a commercial calendar, one that positions Moncler Grenoble as a custodian of Alpine culture as much as a performance fashion player.
Olympic Momentum and Team Brazil Spotlight
The exhibit lands just as Moncler returns to the Winter Olympics after almost sixty years, partnering with the Brazilian Olympic Committee and the Brazilian Winter Sports Federation to dress Team Brazil at Milano Cortina 2026. The brand supplies uniforms for the opening and closing ceremonies as well as technical gear for athletes on Italian snow, turning the Games into a powerful homecoming narrative for a group headquartered in Milan and historically tied to the slopes.
At the center of this storyline is Lucas Pinheiro Braathen, 25, a world-class Slalom Skier and Moncler Grenoble Ambassador, who now competes under the Brazilian flag and wears a custom race suit inspired by the country’s colors and rhythms.
Remo Ruffini, chairman and CEO of Moncler, said, “Returning to the Winter Olympics has enormous symbolic value for us. It is not only a tribute to our mountain origins, but a confirmation of what we have always stood for: the pursuit of technical excellence combined with unmistakable style. Doing it in our own country, alongside Lucas Braathen’s energy and the passion of the Brazilian movement, fills us with pride”.
Why Milan Matters for Moncler Grenoble
The Milan exhibit also plugs into a broader urban strategy for Moncler, which has recently opened its new Casa Moncler headquarters between Porta Romana and Vigentino, just steps from the Milano Cortina 2026 Olympic Village. The building, designed by ACPV Architects, cements the brand’s presence in a district undergoing major regeneration ahead of the Games and underscores how central Milan has become to its global identity.
Set against this backdrop, “The Beyond Performance Exhibit” reads as both a celebration and a soft power move, a way for Moncler Grenoble to welcome the world to its home city while reinforcing its position at the intersection of elite sport, fashion, and immersive brand experiences. For luxury consumers and retailers, it signals that performance outerwear is no longer just a product category but a full ecosystem of storytelling, archive, and live experience centered in Milan.
